South End Books
Branding, education and place strategy for South End Books — a modern bookstore celebrating diverse voices and the rich history of Boston’s South End.
2022-2024
Project Overview
Title: Crafting a Cohesive Brand & Learning Ecosystem for South End Books
The Challenge: South End Books needed a strong, cohesive brand identity that resonated with the community and reflected the store’s values. Beyond branding, the project involved designing an internal learning ecosystem—ensuring staff, customers, and partners had clear, engaging resources
My Role: Led the experience design strategy, collaborating with branding experts, designers, architects, staff and stakeholders to shape the brand identity, create informational signage, training resources and customer engagement materials
Step 1: Discovery + Research
Conducted market research and analyzed competitor branding to define a unique identity
Collected stakeholder feedback and aligned brand concept with community + customer expectations
Research and hire graphic designer / brand specialist to capture brand essence and design collateral
Step 2: Concept Development + Iteration
Worked collaboratively with branding expert to refine visual identity
Iterated color palettes, typography, print materials and signage to enhance accessibility and optimize engagement
Designed an internal digital learning hub to centralize brand guidelines, operational procedures, customer engagement and education strategies
Step 3: Implementation + Impact
Developed training resources for staff onboarding and brand consistency
Designed consumer facing materials to enhance engagement and communicate store values
Oversaw signage development and creation, ensuring alignment with the store’s vision